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Spotlight on marketing

Targeting for new members continues in 2011 with a focus on attracting member firms across all target regions. The targeting process is via direct mail, email marketing and follow up calls.
 
The schedule also includes the mailing of the next edition of overseas aspects and the UK annual conference flier.

While the regional focus is important from a national perspective, the location of new members appears less regionally important internationally, as we do not have any issues of inward referrals that we cannot manage with our existing members. Therefore we will continue with our new member prospecting all over the UK in 2011.

The website continues to be a supporting tool for new member targeting and we are constantly adding new email addresses to the prospect list.

The MGI website welcomed 381 visitors over the last month, visiting an average of three pages and spending just over three minutes on the site. Of these, 50 per cent came to the site via search engines, 20 per cent arrived through links from other sites and the remainder navigated to the site directly.

New marketing materials in progress at the moment include a flier for UK firms to use with their professional contacts and prospective clients highlighting the benefits of MGI membership to them in working with an MGI firm. PR and blogging also continue with contributions from member firms.